It should. This is the exact problem most employers have with their employment brand, career sites and job ads. Candidates are increasingly looking for more information on why they should work for a company and it is the company that needs to provide the clear value proposition on why they are the perfect place. But does your recruitment marketing organization?
Here’s a few things you can do when thinking about the value proposition you provide to future employees:
Create your elevator pitch - If you had to convince someone to work at your company in 30 seconds, what would you highlight? Your Benefits package, your awesome employees, the impactful work you do, etc. Whatever you decide, you need to expressly highlight it in all your employment communications. Include all the benefits but make sure to lead with your best!
Provide different levels of education / interaction - The best companies always provide customers with a hierarchy of information to get to know their brand / company. On your career site, you need to provide clear messaging on why candidates should work at your company but also include information and multi-media that provides candidates with more detailed information on your company. This information can be more detailed insight into employee benefits, testimonials from current employees or training / certification programs. You may also be able to provide access to social media with your company and recruiters so qualified candidates can start interacting with your brand and employees .
The key is you want to start broad and enable candidates to get more specific as their interest levels in employment at your company rise. These are the candidates that you want to be talking to.
A clear value proposition in all your employment messaging is needed to not only improve your employment brand but also attract qualified candidates to want to work for your company. Don’t be like the others and make sure to tell candidates why you are different!
Originally posted on the SmashFly Recruitment Marketing Blog.